Content Is King, Distribution Is Queen

“Content is king, but distribution is queen and she wears the pants,” writes Jonathan Perelman. “It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web.”

The PR industry has touted its lineage of storytelling as a reason to claim ownership of this allegedly new marketing tactic, while advertising creatives declare “no biggie” as they set out to convert their punchy ad copy into longer-form faux editorial packages. There is no shortage of players willing to wax poetic about the promise and perils of native advertising. Here’s Google‘s preventer of spam Matt Cutts sharing his (always) cogent POV on the latter: